Strength of the sports context when sharing personal contact data

The chart documents how strongly a sports context was present when respondents shared their personal contact data with brands, organizations, or companies in the past 12 months. Two subgroups are compared: the total population surveyed and people with an interest in sport.

Among the total population, 45% report a rather strong or very strong sports connection at the time of sharing contact data — 30% "rather strong" and 15% "very strong." Among sport-interested respondents, this combined share rises to 53%, with 35% rating the connection "rather strong" and 18% "very strong." At the opposite end, 23% of the total population report no sports connection at all, compared to 15% among sport-interested respondents. The moderate category is identical across both groups at 20%. The "rather low" share also aligns closely, at 11% in both subgroups.